ABSTRACT Digital platforms are under public scrutiny and face a negotiation process regarding their social responsibility. In this institutional discourse about moral responsibilities, corporate actors aim at defending the legitimacy of digital platforms. This study conceptualizes strategic communication as a means for conveying conformity to legitimacy expectations, to shape legitimacy judgments, and to discursively conduct institutional work. A critical discourse analysis of Zuckerberg’s testimony before the European Parliament finds that pragmatic, moral, and cognitive legitimacy is signaled through corporate ability, responsibility, and conformity narratives, respectively. Moreover, Zuckerberg’s techno-libertarian talk advocates Silicon Valley ideology through utility narratives of artificial intelligence. Thus, Zuckerberg conducts institutional work as an institutional entrepreneur whose strategic communication seeks to manipulate views as well as institutions.

中文翻译：

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战略交流作为话语机构的工作：马克·扎克伯格在欧洲议会举行的合法性演讲的批判性话语分析

摘要数字平台正在接受公众审查，并面临有关其社会责任的谈判过程。在这种有关道德责任的制度性论述中，公司参与者旨在捍卫数字平台的合法性。这项研究将战略沟通概念化，以此作为传达对合法性期望的一致性，塑造合法性判断以及以话语方式进行机构工作的一种手段。在欧洲议会发现扎克伯格所作证词的批评性话语分析中，实用，道德和认知的合法性分别通过公司能力，责任和合规性叙事来传达。此外，扎克伯格的技术自由主义者谈话通过人工智能的效用叙事提倡硅谷意识形态。从而，